Global athletic performance apparel firm 2XU has opened a new store in Los Angeles.
The door is located at 10250 Santa Monica Boulevard. The new door brings the total number of stores to three, with the other two located in Newport Beach and San Clemente.
Founded in 2005 in Melbourne, Australia, the sports apparel brand is known for its premium graduated compression apparel worn by many athletes participating in endurance sports. The apparel is also donned by many professional sports teams in basketball, hockey and soccer. In addition to compression lines, 2XU also offers specific product lines for triathlon, cycle, run, swim and a women’s “Run Fitness” collection.
According to the company, the compression technology protects muscles to help reduce damage, fatigue and long-term overuse injuries for stronger performance. The graduated compression also increases blood circulation and helps remove blood lactate from muscles for speedier repair and recovery, the company said.
The new store is set up so athletes, fitness fanatics and weekend warriors have the opportunity to “experience” the brand’s compression technology.
Brian Anderson, 2XU president of North America, said the company chose L.A. as the site for its new retail flagship because “many Californians [are] into running, high-intensity fitness and numerous other sports.”
The compression product line includes tights, shorts, tops, socks and jackets, among other items.
The company counts private equity firm L Catterton as an investor since 2013.